Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

1. Identify customer needs.

1.1 Accurately identify specific customer needs and preferences, including cultural needs and expectations.

1.2 Accurately identify the specific product information and advice needs of the customer.

1.3 Identify any customer requests which, if met, would breach ethical and legal commitments.

1.4 Establish rapport with the customer to promote goodwill and trust.

2. Suggest products to meet customer needs.

2.1 Use product knowledge to tailor product options to specific customer needs.

2.2 Make any product suggestions according to current promotional focus and preferred product arrangements for the organisation.

2.3 Make customers aware of additional products that may enhance their request and maximise the sale profitability.

2.4 Source additional information to meet specific customer needs.

3. Provide specific product information and advice.

3.1 Provide current and accurate product information and advice, including relevant product conditions.

3.2 Suggest alternative products and services if desired products are unavailable.

3.3 Promptly present all options in a clear format and style.

3.4 Disclose and ensure a clear customer understanding of sales and product coordination fees.

3.5 Provide an appropriate scope and depth of information to meet customer needs.

4. Sell the product.

4.1 Clearly explain and promote product features and benefits.

4.2 Provide additional information to address customer questions and objections.

4.3 Select and use techniques at the appropriate time to close the sale with the customer.

4.4 Identify and act on opportunities to enhance the quality of service to customers.

5. Follow up sales opportunities.

5.1 Where appropriate, make follow up contact with the customer.

5.2 Provide any required after sales service according to organisational procedures.

Required skills

communication skills including active listening and open and closed probe questioning to:

determine and meet customer preferences and special requirements

select and use appropriate verbal and non-verbal language to respond to different cultural needs

develop rapport and sell suitable products and services

initiative and enterprise skills to make follow up contact with prospective purchasers

literacy skills to:

read and interpret product features, benefits and conditions and plain English regulatory documents

write all options in a clear format and style such as a basic itinerary providing a product and service overview

numeracy skills to interpret and calculate any sales and product coordination fees

planning and organising skills to promptly source and provide customer information

problem-solving skills to:

identify and suggest alternative products and services when the customer’s desired products are unavailable

address customer objections.

Required knowledge

sales techniques including:

opening techniques

recognising buying signals

strategies to focus customer on specific products and services

selling intangible products

selling addons and complementary products

overcoming customer objections

closing techniques

for those dealing with Australian based customers, the general characteristics of the main social and cultural groups in Australian society and the key aspects of their cultural and religious protocols and preferences for tourism products

for those working in inbound tourism, the general characteristics of the main inbound tourist markets and the key aspects of their cultural and religious protocols and preferences for Australian tourism products

for the specific industry sector and organisation:

considerations for selling specific products such as negotiated costs, contractual arrangements or preferred supplier or agent arrangements

primary components of consumer protection laws that relate to selling tourism products, including organisational responsibility for supplying products as described or substituting suitable products when unable

primary components of and actions that must be adhered to by tourism organisations under the Criminal Code Act (1995) for child sex offences outside Australia

for inbound tour operators and guides selling and delivering Queensland based products:

primary components of and actions that must be adhered to by tourism organisations under the Queensland Tourism Services Act (2003)

where travel insurance is a product:

primary components of the Financial Services Reform Act (2001) including organisational responsibility for supplying product disclosure statements and providing accurate information on the provisions of the insurance policy

a range of formats for and inclusions of information presented to customers, including styles that cater for those with special needs.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to:

proactively sell multiple and diverse tourism, hospitality or event products to meet the different requirements of customers

communicate with customers, correctly interpret their requirements and use a range of sales techniques in response to different customer types

integrate product knowledge into the sales process

demonstrate knowledge of the primary components of relevant legislation and actions that must be adhered to by businesses

complete sales activities within commercial time constraints and deadlines determined by the customer or the organisation.

Context of and specific resources for assessment

Assessment must ensure use of:

a real or simulated tourism, hospitality or event business operation or activity which sells products and services

a real or simulated tourism, hospitality or event industry environment where products are sold; for example:

a conference venue for the events sector

a reservations area or call centre

touring environment for the guiding and tour operations sectors

a retail shopfront or mobile sales situation for the retail travel sector

an office environment as defined in the Assessment Guidelines

current plain English regulatory documents distributed by government regulators, relevant to the industry sector

customers with whom the individual can interact and to whom they can sell products.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

activities that allow assessment of the individual’s ability to source initial and subsequent products to suit changing customer requests

direct observation, using role plays, of the individual using various sales techniques to sell products or services

written or oral questioning to assess knowledge of the primary components of relevant legislation and actions that must be adhered to by organisations

review of portfolios of evidence and thirdparty workplace reports of onthejob performance by the individual.

Guidance information for assessment

The assessor should design integrated assessment activities to holistically assess this unit with other units relevant to the industry sector, workplace and job role, for example:

SITHKOP404 Plan catering for events or functions

SITTTSL301 Provide advice on international destinations

SITTTSL302 Provide advice on Australian destinations

SITTTSL304 Prepare quotations

SITTTSL305 Process reservations

SITXCCS303 Provide service to customers

SITXEVT401 Plan in-house events or functions.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Ethical and legal commitments may relate to:

child sex tourism products or services (child sex offences outside Australia)

consumer protection

products that breach environmental laws

products that are known to cause negative environmental, cultural or social impacts such:

damage to environmentally or culturally sensitive areas or sites

damage to roads, tracks and fire trails

disturbance or injury to fauna

introduction of exotic and feral species

noise disturbance to the local community

physical damage to flora

pollution from vehicle emissions and unmanaged waste

trivialisation of culture

products that breach known or advised customer cultural or religious taboos

selling air tickets

selling Queensland based products

selling travel insurance.

Specific customer needs may relate to:

age

available budget

disability

family status

gender

preferences of different cultures, nationalities and religions

special interests

time available.

Products and services offered within the tourism, hospitality and events industry are diverse and may include:

accommodation

activities

airfares

brochured tour packages

cruises

entertainment

entrance to attractions or sites

event management services

food, beverage and catering

functions

inclusive products or optional touring products

meals

meeting or event equipment

speaker services

special event consumable items

special items with customer’s corporate branding

specially tailored itineraries

technical equipment and services:

audio-visual

pyrotechnics

rigging

sound and lighting

special effects

stage design and construction

venue styling

tour guiding services

tours

transfers

transportation

travel insurance

vehicle rental

venue hire.

Sales and product coordination feesmay include:

amendment, cancellation or reconfirmation fee

communication fee

courier fee

credit card fee

itinerary preparation fee

loyalty program (e.g. frequent flyer) redemption fee

product booking fee

service fee

transaction fee

visa and passport handling fee.

The sale:

may be made for:

a single product or service

conferences

events

groups

incentive tours

individual customers

meetings

multiple products and services making up a complete itinerary

oneoff touring arrangements

series tours

could be:

by email or other electronic transmission

by fax

facetoface

in writing

on the phone

related to the sale of a destination

related to the sale of a specific product.